Online Reporter
Mbulelo Mpofu in Johannesburg, South Africa
ACROSS the Limpopo, Zimbabwean audiences have embraced the soulful melodies of Ami Faku and the groundbreaking artistry of the late rap icon AKA — artistes who fundamentally reshaped the Southern African soundscape.
Yet behind these towering figures, and a growing constellation of continental stars, stands a quiet architect: Raphael Benza. As the founder and driving force of Vth Season (pronounced Fifth Season), Benza has spent over 15 years not merely navigating but actively defining the upper echelons of African showbiz, earning a reputation as a rare “model of consistency” in an industry notorious for its rapid turnover.
Benza’s journey to becoming a powerhouse in African music management and marketing is as global as his vision. It began not in a boardroom, but in Liberia, where a precocious nine-year-old successfully orchestrated his older brother’s birthday party. This early spark ignited a lifelong passion for bringing people together.
Formative years spent in Minnesota and Brooklyn, New York, honed his skills behind the scenes in urban culture and music, where he established himself as a key young voice and curator, particularly within the burgeoning African diaspora scene.
This foundation paved the way for his pivotal move to South Africa.
In 2011, Benza founded Vth Season, positioning it uniquely not as a traditional record label, but as a boutique music entertainment agency with marketing at its core.
This strategic choice proved revolutionary. Under his guidance, Vth Season assembled a formidable roster, most notably the continentally revered and late rapper AKA — whose legacy remains immense — and the award-winning AfroSoul sensation Ami Faku, whose voice resonates deeply in Zimbabwe and beyond.
The agency’s success is etched in accolades: recognition at the South African Music Awards (Samas), MTV Africa Music Awards (Mamas), and international nods from the BET Awards and MTV Europe Music Awards (EMAs).
In an exclusive dialogue with Zimpapers Arts and Entertainment Hub, Benza credited his unique trajectory — Liberia to the US to South Africa — with shaping his distinct approach.
“I do believe that my history gives me that adventurous, explorative spirit. Every time I had to be at a new place, I had to re-establish myself, create a brand, create a community, and market myself.”
This lived experience, forged through roles as a DJ, promoter, and entrepreneur, directly informs his artist development.
“I apply those principles, looking at how they can develop their brand, create a community, what their brand identity is, what makes them unique. I’ve always wanted to be number one. So I look at that as the same thing I wanted for the artistes,” Benza said.
In an industry where longevity is elusive, Vth Season’s 15+ years at the pinnacle stand out. Benza attributes this to its entrepreneurial roots and unwavering focus.
“We started the business as a marketing agency. The whole idea is to create long-lasting brands,” he stated.
Driven by passion and a desire to “leave a mark in society” rather than chase quick profits, Vth Season pioneered taking South African artistes across the continent, fostering collaborations that built sustained, award-winning, internationally touring careers.
Recently moderating the “Power to the Creators” panel at the ACCES 2025 music conference in Pretoria, Benza emphasised actionable innovations for independent African artistes.
His urgent advice? Embrace technology — particularly AI — wisely.
“Use it to help build chords, help build different ideas, speed up the work, give tech the human approach, the feeling approach,” he urged, highlighting tools that can streamline creation from demos to music videos.
Benza sees immense potential across Africa, including Zimbabwe. His vision for collaboration and artiste development hinges on harnessing the continent’s inherent strengths: unique rhythms, languages, and cultural richness.
He urges Zimbabwean artistes, like all Africans, to hone their presentation — pristine sound engineering, striking visuals — while fiercely protecting their authentic sound.“Well, we always talk about taking Africa to the world, but truly speaking, the world is coming to us.
They feel us, they smell us, they vibe to us, they dance to us, they listen to us, and the world is actually coming to us. So all we need to make sure is that as these visitors are coming, we look our best.
That means we have the best presentation that we can from on stage, the best presentation we can from the music that we’re making, make sure we utilise engineering to make sure the sound looks good.
“We use graphic design so that our images and our photographs and our video look very pristine. You know, music came from here, lyrics came from here, poetry came from here, so do not try to bend to them.
Try to maintain yours, you know, especially if it’s the same thing that goes with all the cultures that we export in. If we make our food spicy, keep it spicy so they will come. They will come and taste our food and they will definitely follow through. The same thing with music. Keep our rhythm, keep our melodies, keep our tonics, keep our language,” he said.
Platforms like the Music In Africa Conference for Collaborations, Exchange and Showcases (ACCES) and initiatives driven by Vth Season are crucial for shifting international power dynamics. ACCES offers pan-African showcases and global knowledge exchange. Vth Season spearheads practical strategies like international music camps.
“We did the first music camp that was part of ACCES in Rwanda,” Benza noted, proudly citing discoveries like Mozambican multilingual singer Asa Matuse (releasing new music soon), Rwanda’s captivating Bukuru, and Mike Kayihura.
Partnering with Universal Music, they’ve expanded camps to South Africa and Kenya, aiming for more.
“We aim to take it to other countries. We love to discover new artistes, pairing them up to enhance their skill. Let’s put our best music forward.”
Benza — the “chief opportunity creator” at Vth Season — is more than a manager; he’s a global strategist leveraging a unique life journey to build sustainable African music empires.
In a musical ecosystem that has little or no agency, local musicians might learn a thing or two from those who’ve walked before them.
By championing authenticity, prioritising branding, embracing innovation, and relentlessly forging continental and international pathways, he ensures the sounds loved in Zimbabwe, and across Africa, resonate powerfully across the globe.
– Follow on X @MbuleloMpofu
